According to MediaKix, an eMarketer study found that 22% of the senior advertising executives surveyed planned to advertise on Snapchat this year. Why?
"The good news is clearly your reach," said Unilever CMO Keith Weed of the platform at the FMCG Social Media Summet. As reported by Marketing Week, Weed added, "For Cornetto, it was called Winterville, we had over half a million views. We had ROI through to sales – we sold more stuff." Snapchat simply works.
Indeed, more brands are getting engaged on the platform, which boasts more than 100 million active monthly users. Recently, COTY power brand Rimmel London named Cara Delevingne as its latest brand ambassador, unveiling the partnership during a Snapchat press conference.
Now, Ad Week reports that Lancome and Target are running shoppable ads on the platform via Cosmopolitan's Discover channel.
The report notes, "Lancome and Target's promos appear between Cosmo's articles and videos, each with a 10-second call-to-action instructing viewers to 'swipe up' for more ... Swiping down on the screen pulls up a loading page with Target's mobile site where people can shop the products featured in the ad—like plant stands and water bottles."
A consumer can shop within the Lancome shop without ever leaving Snapchat.